IMMIGRATION AND TOURISM
157
programme was initiated in North America with the aim of creating improved awareness of Hong Kong, especially in the middle and southwest and in the eastern seaboard.
The tourism industry's priority markets in all visitor-producing countries are the high-spending visitors. The objective is to maximise total visitor expenditure for the benefit of Hong Kong while bearing in mind the need to ensure good occupancy rates for the new hotels through the promotion of additional high-yield group business.
A quantitative research project was conducted in Japan (along the lines of similar projects conducted in 1980 in Britain and Australia) to explore ways of attracting more high-yield visitors to Hong Kong. Other projects included a survey of the tailoring industry as perceived by the resident population. A compulsory gold marking scheme among the HKTA's jewellery member shops was being prepared for implementation in January 1982. In Japan with the help of the Japanese trade and consumer media, a programme was initiated to improve the potential travellers' understanding of Hong Kong's very varied attractions.
Wholesalers were encouraged to market better quality tours, and new services for Japanese visitors such as a telephone enquiry service manned by Japanese speakers were introduced and publicised. The Royal Hong Kong Police Force's 24-hour hotline for Japanese visitors was also publicised in Japan.
The increase in the number of air services between Hong Kong and London produced a growing number of visitors from Britain.
During the year, major promotional campaigns were mounted in the United States, South America, Japan, Britain, West Germany, Italy, France, the Philippines, Singapore, Australia and New Zealand to increase interest in Hong Kong as an exciting tourist destination. These trade and consumer promotions effectively communicated the colour and culture of Hong Kong through film shows, audio-visual presentations and live cultural performances by craftsmen, chefs and entertainers. Approximately 2 400 travel industry executives visited Hong Kong in 1981 from all parts of the world. They were briefed and familiarised with attractions and facilities by the HKTA.
Print was the main medium used in an extensive consumer and travel trade advertising campaign mounted worldwide. More than seven million printed items were produced in 1981 for distribution in Hong Kong and overseas, in as many as 11 languages. They in- cluded a wide range of information leaflets, guide books, specialist travel trade publications and display material.
Efforts continued in Hong Kong to improve the service, courtesy and facilities that visitors are offered. A new training film on the subject of courtesy was produced for showing to tourism industry personnel.
As in previous years, events such as the International Dragon Boat Races, the Hong Kong Arts Festival, the Hong Kong International Film Festival, the Seven Sisters Festival, the Mid-Autumn Festival and the Festival of Asian Arts attracted wide international publicity and HKTA arrangements for the media greatly increased the scope and effectiveness of the publicity generated. About 700 media visitors were the guests of the HKTA during the year.